The Impact of Human Brand Image Appeal on Visual Attention and Purchase Intentions at an E-commerce Website

Abstract

The purpose of this study was to examine how human brand image appeal affects visual attention using eye-tracker, a visual attention measuring apparatus, at an e-commerce website. Additionally, we examined the effect of human brand image appeal on purchase intention using a questionnaire method. We conducted an eye-tracker experiment, collected survey data, and conducted interviews with each participant using laptop and perfume products. After collecting 108 valid data, the human brand images were divided into three groups: high human brand image appeal group, low human brand image appeal group, and no human brand group. We applied MANOVA and t-tests to analyze the data. The results showed that the level of human brand image appeal has a significant influence on a consumer’s visual attention and purchase intention towards a product. Both visual attention (human brand and product AOI) and purchase intention are highest for the high image appeal group.